How To Align Your Customer Experience


Now my guest and says, episode is Tim Ashe who is an acknowledged authority on evolutionary psychology and digital marketing. He's a sought after international keynote speaker and the best selling author of two books I one landing page optimization, and more. Recently unleash your primal brain actually just listened to recently on audible. Fantastic. We're going to dig into that one for sure Tim has been mentioned by Forbes as a top ten online marketing expert and by Entrepreneur magazine as an online market influence to watch. For nineteen years he was a CO founder and the CEO of site tuners, tuners dot, com and their digital marketing and optimization agency. Tim has helped create over one point, two, billion dollars in value for some amazing companies that I know. We all know Google expedia harmony facebook and American Express and cannon and Nestle there's massive list year semantic new to it and humanity Siemens anyways in countless direct to consumer brands. So exciting to have Tim today busy schedule. But please join me conversation with Tim Today. So. Tim Welcome ECOMMERCE battling. A Ha-. Very. Happy Veer Steve. So you've had quite an eventful career I might add keynote speaking around the world are writing bestselling books year you run international conferences, I guess pre cove in our doing some virtual events. So tell me a little bit about best can your entrepreneurial journey so far? Sure. Well, I've worked in a variety of high tech companies when I started university at UC San Diego my undergraduate majors were in computer engineering and cognitive science, and then I stayed there for graduate school and what would neural networks or what would now be called deep learning or machine learning or A. And this was early days We didn't have the big data sets that we do now with the Internet. So I switched Internet marketing and started my first marketing agency back in the early DOT com days and Never, let go of the Tiger's tail and twenty five years. Later I decided you know running an agency wasn't my highest and best use on the planet. So I decided to focus on what I really enjoy, which is the thought leadership in the form of as you mentioned, keynote speaking and writing my latest book and spreading knowledge out to people as opposed to working on client accounts. Right? and. So I did mention a little tiny bit of top of the show but you know you've worked with a lot of some really great ecommerce brands some of the largest brands I might add like what are some mistakes that you see kind of consistently some of these e commerce brands are making today will if we restrict people have different definitions of ECOMMERCE, I, just WanNa start there for some ecommerce anywhere. Any website that has as A. Checkout anything where you sell items directly and for others, it's more restrictive and I'd say it's a e commerce catalog and that's I think a more standard definition. If you also use a lots of different items, you have a homepage category pages, search results, pages, and product, and so on. It's not a website where there are two or three things for sale in those early incidental. Would I don't know is that a fair definition or how would you agree with that? Totally would agree with that yes. So In the case of large catalogs, I'd say the common mistakes that we I've seen in my careers one gratuitous use of motion and wasted real estate on the homepage in the form of giant sliders everybody seems to have those Sh. Yeah. That's a big known my book I talk about I have a whole e-commerce best practices section in my landing page optimization book and I devoted a page to why sliders. An evil that should be immediately removed from your site. While you know what part of it I think to is that it doesn't position the brand well, enough I think with having like motion and I think when people have a lot of different slogans, tag lines or kind of looks and things going out other different sections on the site they think they're trying to blast all of their bullets out on this highly sought after a piece of real estate versus maybe having a proper positioning statement or something. One thing that's very important. That's key to why someone should click. Through or why someone shown up on this particular website having one message and one brand image and go further than that I, would say that I'll numerate the reasons why you shouldn't have a slider on your homepage. The one that you mentioned is by far the most important our brains from an evolutionary perspective are designed to notice things moving in are visual field. It kind of has survival value. If you know what I mean here is coming to eat me I need to know what direction and how big is right So. they're they're an interrupt, their the nuclear option in the face of motion graphics won't get looked at and even in the face of graphics, text won't get read. So anything that's graphics or text on your site can't possibly compete with that atomic bomb of a slider on your homepage. And and another reason that really bad is because it's trying to pretend you have more real estate than you really do. So everybody wants a piece of the homepage and lurk. We can add another frame tour slider. Well Great. Thanks. So now have to sit through a longer commercial nobody likes to do that on broadcast TV. There's certainly don't have the attention span to sit through five three seconds sliders to make sure they saw every frame of the crap you're trying to throw them on your home page You don't really an editorial problem. You can't decide what's important. So you're trying to cram it all in there and make everybody happy except your site visitors that are trying to give you money,

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